The Problem With Personas

Too much marketing still assumes people stay the same. But they don’t—and neither should your strategy. At Sooth, we know your audience isn’t who they were the last time they made a purchase. Their needs, motivations, and emotional context change constantly. If you ignore that, you’ll miss the mark 13 out of 14 times. It’s not a creative problem. It’s a targeting problem. Stop relying on fixed personas. Start responding to real people—making real decisions—in real time.